Protein plays a critical role in maintaining curl strength, elasticity, and moisture retention particularly in the Middle East, where UV exposure, hard water, and humidity accelerate protein loss. Hair is primarily made of keratin, meaning protein should be part of ongoing curl maintenance, not an occasional treatment. The key is balance: selecting the right type and frequency of protein based on porosity, lifestyle, and climate to reinforce the hair fibre without causing stiffness.
As Seen On In Her Mirror
The products behind her curls, her moments, her story
New In
Discover the latest arrivals, selected to elevate your haircare routine
Our Most Loved Products
Tried, tested, and trusted haircare essentials
We are more than just a UAE retailer of curly hair products. We are passionate textured hair specialists providing you with the best of textured haircare products and hair education.
Featured Blog Posts For You
- Choosing a selection results in a full page refresh.



